How to create more engaging editorial content

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A 7-step process for creating content that's designed to get the audience engaged and get results!

A 7-step process for creating content that's designed to get the audience engaged and get results!

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Transcript

  • 1. Engage!7 Strategies for DrivingRelevance & Resonancein Written Content
  • 2. Good writing does not succeed orfail on the strength of its ability topersuade. It succeeds or fails onthe strength of its ability toengage you, to make you think, togive you a glimpse into someoneelses head.~Malcolm Gladwell
  • 3. This is the outside of Malcolm Gladwell’s head.
  • 4. When our content doesn’t address theaudience’s needs right from the start,they move on to content that does.An inconvenient truth
  • 5. What is engagement?
  • 6. Engagement prompts action.PurchasesReferralsLikes,etc.Social sharingSubscriptionsCommentsReviewsClicksLinksQueriesSurveysConversations
  • 7. Raises awarenessProvides info & knowledgeCreates interest & considerationOffers supporting info & contextEngaging content:
  • 8. Drive engagement with:Audience focusCall to actionRelevant detailsVoice & toneFormattingHeads/subheadsImagesShareability
  • 9. Audience Focus
  • 10. 1. Be the AudienceWhat gets and keeps you interested?Investigate your own experience as acontent consumer to learn whatcompels engagement.
  • 11. 2. Define Your Audience(s)Who, specifically, are you trying toreach?Develop persona(e), not labels, tounderstand your audience better.
  • 12. PeopleHow you describe your audience in termsof traits, values, needs/concerns and theexperience/feeling they want to have.Busy parents seeking safe, educational after-schoolcare for their kids.orTenants who need off-hours repairs.
  • 13. Purpose | Call to Action
  • 14. 3. Focus on PurposeWhat do you want the audience tothink, feel and/or do?Guide content & improve results witha clear purpose & call to action.
  • 15. Purpose | Call to ActionPurpose | Call to ActionWhat you want theaudience to think/feelWhat you want theaudience to doTAC is a good steward ofmy donation/I trust TACThe people I like toassociate with supportTACI’m proud of myinvolvement with TACCome to TAC eventsContinue to supportTAC/increase supportEncourage others tosupport TAC
  • 16. Relevance
  • 17. 3. Increase Relevance w/QuestionsWhat are the questions andobjections the audience may have?Anticipate & address audiencequestions, push-back & concerns.
  • 18. QuestionsWhat questions/objections might youraudience have?What’s in it for me?Why should I care?Is this relevant to me?What do you need me to do?I can’t afford it/I don’t have time.
  • 19. 5. Increase Relevance w/DetailsWhat evidence, explanations &/orexamples address needs, supportideas?Use details to expand on keyconcepts, answer questions &enhance relevance.
  • 20. ContentContentMain Idea Key DetailsThe one most importantthing you want theaudience to knowThe big idea or take-awayEvidenceExamplesExplanation
  • 21. 3 Kinds of DetailsEvidence: facts, data; helpful todecision-makersExamples: anecdotes, stories;useful for re-affirming or showingExplanations: definitions,descriptions; critical for curious,uninformed or new people
  • 22. Connection
  • 23. 6. Connect w/Voice & Word ChoiceWho does your audience want tohear from?Use voice and word choice to appealto audience & build credibility, trust.
  • 24. Word choice builds trust, drives voiceChoose accessible, meaningful words.Use plain, not boring, language.Explain jargon & technical terms asneeded.How-to tips: http://bit.ly/RSruBI
  • 25. Choose a voice that sounds likesomeone your audience trusts andwants to hear from.Connect audience and writerpersonae.How-to tips: http://bit.ly/MUrgqNVoice establishes credibility,relatability and trust
  • 26. Yet another inconvenient truth94% of reading decisions happenbefore the prospect has even read aword of your content.- Heidi Cohen
  • 27. Design & Visuals
  • 28. 7. Design to Entice & InformHow can we make the content moreaccessible and interactive?Formatting, design, links,videos,images and social sharing helpreaders engage by consuming,interacting with and sharing content.
  • 29. Putting it all together.
  • 30. Audience Persona(e)Writer’s PersonalityRelevant Ideas & DetailsThink/Do/FeelQuestions & ObjectionsThe Content-Purpose-Audience™Strategy
  • 31. The C-P-A
  • 32. One more inconvenient truthThese techniques improve engagement.Coupling them with a healthy dose ofanalytics increases results dramatically.
  • 33. Measure what makes yourbusiness better.Sales & queriesLeads & referralsFeedback, surveys & ideasSubscriptions & downloadsRetweets, comments & sharesReviews, ratings & recommendations
  • 34. Get more detailed information onusing the C-P-A!http://bit.ly/UseTheCPA